Liquid Self

Postmodern reality is liquid, fluid and produces a specific self that is reproduced through consumerism. It is a digitized, networked self that has a specific work ethic that is influenced by the fact that in a liquid society, work and income are separated, and society is transformed from a society of producers to a society of consumers. In such conditions, the self builds its identity through the consumption of goods, which constantly need to be bought, even independently of whether they will be consumed. Identity is not created by the goods that are purchased, but by the act of purchase itself. Such a self in conditions of digital reality loses its homogeneity and becomes a collage of identities.